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How to Develop a Conversion Strategy

How to Develop a Conversion Strategy

Due to the availability of CRO testing technologies combined with an infinite number of A/B testing options, you can quickly find yourself down a CRO testing rabbit hole.

Without a clear focus, your CRO testing program will have no clear direction forward resulting in a lacklustre performance.

After running of 3,000 tests across more than 100 clients Conversion Kings have learned the three main areas to creating a winning Conversion Strategy.

Key Points

Strategy Definition

This is your businesses high-kevel plan to take you from where you are to where you want to be in an environment of uncertainty with the limitation of time and money.

Micro & Macro Goals

Focusing on micro-goals you will be able to influence the macro goal and systematically nudge users through your sales funnel.

Don’t Marry the Strategy

The strategy is not a plan set in stone. It should evolve with iterations based on learnings.

What is a Conversion Rate Optimisation strategy?

It is surprising the number of strategists, who when asked to define strategy, will spend 10 minutes flapping their wings and producing a lot of air but will struggle to articulate the definition of “Strategy”.

Based on Wikipedia, the definition of strategy is;

A high-level plan of how to get from where you are, to where you want to be, in an environment of uncertainty with the limitation of time and money.

Adjusting this for conversion rate it could be;

A high-level plan to go from 2% to 3% conversion rate while combating in an aggressive competitive landscape with limitation of budget and skills.

To effectively build a conversion strategy, you must first document what is your current state and where you want to go. We love the S.O.S.T.A.C methodology from PR Smith, which adjusted for conversion would be;

Current Situation

      1. Current technology stack
      2. Current company structure
      3. Current website performance
      4. Customer insights
      5. Marketplace opportunities
      6. Competitor benchmarking


      1. Defined vision
      2. Aligned business goals
      3. Set Smart Objectives
      4. Set KPIs
      5. Define reporting metrics

Once know where you are and where you want to go, you can now start building out your conversion strategy which could have five main points;

      1. Segmentation and Targeting
      2. Positioning and Marketing Mix
      3. Multichannel experience
      4. Engagement and Content strategy
      5. Contact Strategy

Starting and Focusing on “Segmentation and Targeting” let’s explore how this blends with a Conversion Strategy through Micro and Macro goals.

Micro and Macro Goals

It is taught, that when solving a complex problem, to break it into smaller more manageable tasks. Much is the same when wanting to change the site conversion rate from 2-3% is to focus on micro metrics such as the cart abandonment rate, or effectiveness of PDP to add to cart rate.

Based on Nudge Theory from Richard H. Tailor and in his book Nudge. Nudge Theory refers to deliberately manipulating how choices are presented to consumers.

Its goal is to influence what consumers choose, either to steer them toward options that the marketer believes are good for them or simply to stimulate purchases and increase sales. Combining Richards Nudge Theory with Optimizely goal tree, Conversion Kings has created a metric based conversion strategy.

A metric based conversion strategy is a compilation of metric strategies the work together to collectively move the macro metric of site conversion rate.

Basic Metric
Device type: Desktop / Mobile

Advanced Metric
Device type: Desktop / Mobile
Website Journey: Individual metrics
Customer Segmentation

Don’t Marry the Strategy

Remembering a strategy is a high-level plan, not one that is set in stone. The nature of a strategy will have time-based points to review whether your strategy is working or you need to adjust, as what may have been relevant in the beginning may not be relevant now.

If you are not getting the result you need such as getting to 3% conversion rate, you need to ask yourself; Is it my approach? The limitation of the software? Experience of my team? Lacking internal support?

Or you may find that everything was going perfectly then a competitor enters the market and now your main value proposition is seen as a negative and you need to pivot hard.


Creating a conversion strategy will ensure you get the most from your conversion efforts and setup up for success. To create an effective strategy start with, defining what you strategy is, break it into micro strategies and finally don’t be afraid to pivot and change.

If you need assistance in creating a Conversion Strategy for your unique business, feel free to give the experts at Conversion Kings a call as they will ensure you hit your conversion goals based on your business needs.


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The Straight Talking Guide To Conversion Rate Optimisation